Capture data from your customers by keeping them engaged over time and reward their actions. Progressive profiling helps you make your customers feel more at ease by asking only for a small chunk of personal information at a time.
This Tactic can be very useful if you think the customers would be willing to engage, but get discouraged by larger forms. Using this tactic, you can obtain their personal information gradually and also give something back making it worth their while.
This Acquisition and Conversion tactic has two versions:
- Web Channel only: you can reward non-Loyalty customers for supplying information in a Web Channel campaign. Rewards can be vouchers, or anything else of your choice.
- Loyalty: customers collect loyalty points as reward for their actions.
Progressive profiling affects the following strategies:
- Grow Contact Database
- Reduce Customer Churn
- Drive Purchase Frequency
- Increase Active Customer Revenue
- Increase Premium Customer Revenue
- Drive Second Purchase
Channels:
- Web Channel
- Email Channel
Basic workflow
- Customer makes a purchase.
- If personal data is missing, a Web Channel overlay including forms to ask for a piece of personal data appears. Three types of data are collected using standard settings with this Tactic:
- Date of Birth
- Interest
- Mobile number
- You can change the data to collect to any contact field of your choosing.
- Display a different form on the next purchase asking for a different piece of personal information.
- Reward on submitting forms (voucher or loyalty points).
- Continue with the campaign until all desired information is gathered.
Web Channel only variant
This program displays a series of Web Channel campaigns including forms to capture customer data on engagement over time. This tactic is available free of charge for all Web Channel customers.
Interactions program
This single program is available in the Web Channel variant:
Channels:
- Web Channel
Activating the Tactic
Prerequisites
- Web Channel
Steps
The Web Channel campaigns come with an example form, but this example is distributed only as part of the campaign and not as a form.
You need to create your own forms containing the required fields and add the forms to the campaign.
1. Create a General Registration form - the opt-in option is not necessary here. For further instructions, see Creating and editing forms.
2. Change the form in the campaign to ask for the specific pieces of personal information.
Use the form selector icon and select the appropriate form.
3. Set up a Post registration message with a reward - a voucher code, for example.
Loyalty variant
The reward given to the customers for submitting their personal information is different in this variant. By using Loyalty you can award your customers with points on completion of each form.
Your customers will receive a confirmation mail telling them about the loyalty points they have just gained.
You need to create a separate automation program for each form (piece of personal information) and replace the form name.
Automation Center program
Activating the Tactic
Prerequisites
- Loyalty program
Complete the following process to ensure that Web Channel campaigns including forms are displayed only to Loyalty members preventing non-Loyalty members from getting false promises. This must be done before activating the Web Channel variant.
1. Create the following contact field on the Management > Field Editor page:
- Name: Loyalty Member
- String ID: loyalty_member
- Type: Single choice - using drop-down box
- Create only two values: Yes and Empty
2. Create an Automation Center program.
2.1 Every day at 7, segment Loyalty ID is not empty, then add a filter switch for All loyalty members (Relational segment).
2.2 Configure the Include and Exclude paths:
- Include path: configure the Set value node to set value Y into field loyalty_member.
- Exclude path: configure the Set value node to set value [Empty] into field loyalty_member.
2.3 Finish Node Settings and click OK.
3. Create a segment based on the contact field loyalty_member.
4. Add the segment to the Web Channel variant of the Tactic.
5. Go to the post-registration part in each of the Web Channel campaigns and remove the voucher code.
The contact field loyalty_member gets updated once a day, not in real-time.
Steps
Once you are done with the preparations described in Prerequisites, do the following:
- Build a separate Automation Center program for each form that gathers the pieces of profile information from your customers.
- Place the relevant form into each program.
If you have further questions, contact Emarsys Support or the Loyalty team directly.